Based on the concept of “tormentas”, the campaign’s creative concept and development were handled by Dentsu. It is present in outdoor advertising, digital media, television and cinema.
Associação Salvador has launched its new IRS tax allocation campaign inspired by “Os Lusíadas”. Based on the concept of the “tormentas” in Luís de Camões’ work, the campaign uses the metaphor of adverse events to portray the obstacles that are part of the daily lives of thousands of people with motor disabilities and reduced mobility.
“Just as in great epic journeys, here too the storms arise unexpectedly — stairs with no alternative, impassable pavements, architectural barriers, or even poorly positioned waste containers,” explains Associação Salvador in a statement.
The obstacles are represented “as monsters that block the way, seemingly ordinary yet limiting the autonomy of those who use a wheelchair, walking sticks or crutches, as well as elderly people, families with pushchairs or anyone with reduced mobility”. “The campaign highlights that the lack of accessibility affects far more people than one might imagine, every single day,” it further emphasises.
The campaign is present in outdoor advertising, digital media, television and cinema, with media planning by Nova Expressão. The campaign’s creative concept and development were handled by Dentsu. The illustrations are by Rogério Puhl and the films were produced by Playground.
Founded by Salvador Mendes de Almeida, Associação Salvador is a non-profit organisation working in the area of motor disabilities and reduced mobility, promoting inclusion, autonomy and equal opportunities. It develops projects in the areas of employability, social support, adapted sports, accessibility and awareness.
